AdWords is an effective tool to expose your website wherever, whenever, and however. With AdWords you can target a large audience, or a specific small audience, but first, it’s important to identify your audience, and AdWords can help you with that. Here are some guidelines on what to analyze and how to choose your target audience.
In order to verify the target audience of your product, you should first answer these four questions: who, when, where, what?
To establish your target audience, you should analyze the demographics and psychographics of your customers. What are the ages that you are targeting? What are the common interests between them? What stage in life are they in? Questions like these will help you to begin to identify who you want to reach and how you would like to communicate with them for best results.
For instance, if you have a sports product, such as a hockey skate, you will probably want to target people who play hockey. As well, you would want to target a specific age group, which in this case, would likely be teenagers to people in their mid 20’s.
You know the old saying “Timing is everything.” Well, that saying is completely true when it comes to defining your target audience and exposing your advertisements. Will your ads be shown the whole week or just on the weekend? What season will they be presented in? The ads need to be shown at the right time for the product. For example, if you are selling snowmobiles, you are not going to show your ads during the summer because you cannot even use your product during the summer; thus, the best time to advertise to your target market will be during the fall and winter instead. Adwords allows you the functionality to schedule when your ads should be exhibited.
Taking this to the next level, with new Google Enhanced Campaigns you will be able to send your adds to different devices at different times as well. For example, the average person is on their mobile phones most in the morning, desktops during the day, and on their tablets at night. If you are setting up a complex campaign (and the most targeted campaigns get the highest ROI) then you will have plenty of options to serve your ads at the best times to reach your prospects.
Where you advertise your product is highly important when it comes to defining your target audience and displaying your ads. The location of the selling of your product should be relevant to the product itself. Using the previous snowmobile example again, there is no point of trying to sell snowmobiles in countries and regions with a tropical and hot climate. With Adwords, you can promote your product wherever and it can help connect to people in different countries where is product is needed and desired.
Now put yourself into your customers’ shoes. What key phrases and search terms are they using to find the product/services that you are offering? Research this using analytics tools. You should use these keywords in your Adwords campaign. Selecting the right keyphrase strategy for ad words will make the difference between success and failure. If you reach the right market with the wrong message you won’t get the conversions you’re looking for. If you reach the wrong market with the right message you’ll pay for many clicks but won’t transition them into sales.
Analyzing and answering these 4 questions can help define your target audience. However, once you have a target audience in mind, there is much more to be done as you take the next steps into designing your ads and tracking implementation.